微博的广告价值及投放策略研究

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1、硕士学位论文AbstractAsanewapplicationofInternettechnology，thebirthofmicrobloghaschangedthewaywedisseminateinformation，inasense，Weiboleadthepublicintoaneraofindividualports．Inthisera，theInternethasintegratedelementsaboutinteraction，exchanging，sharingandhumanele

2、mentsintoit，moreandmore．Asanewformsofmediaandcommunicationcarriers，Microblog，bringstheusersmorefleshexperience．AndtheinnovativenetwOrkcommunicationmodelalsocontainsarichercommercialvalue．Accordingpubliclyavailabledata，asearly嬲March2013，wegettoknowthatthe

3、numberofregisteredusersfromSinamicrobloghasreachedmorethan530million．WhenitcometotheendofDecember2013，theaveragedailynumberofactiveweibousersreached61．4million，withanincreaseof4．2％，comparedtotheendofthethirdquarterof2013，themonthlyactiveusersofmicroblogr

4、eachedto129．1million，ahugeuserscontaintremendousadvertisingvalue．Inthispaper，wefirstfocusonfourfeaturesofmicroblog，includingsocial，media，channelandplatform．Andthediscussionabouttheadvertisingvalueofweiboisbasedoncertaincharacteritics，suchasmediacharacter

5、istics，changingofadvertisingmediaenvironment，demandofadvertisingaudience，needsofadvertisers．Andwetriedtomakethedifferencebetweenweiboadvertisingandtraditionaladvertisingandothersocialmediaadvertising．Afterthatwecomparesandanalyzestheprominentadvantagesor

6、disadvantagesofmicroblogadvertising，weaimedtogetsomeinstructionsforweiboadvertising．In．thethirdchapter，basedonthevalueofmicroblogadvertising，wemakeefforttoanswerthequestionthathowtorealizethetransformationfromvirtualflowratetotherealeconomicvalue，includi

7、ngtheproductstrategy，mediastrategy，advertisingstrategyandaudiencestrategy．Hereinvolvestheanatysisingvaluebasisofproductorservice，valueevaluatingcertainmediavalueandthenmakingachoice．Herealsocontainthecreativeexpressionofadvertisementandstyleofexamination

8、，positioningandsatisfingthedemandforaudience’Ssocialgraphandfragmentation．Wehopetofindoutsomevaluableregularitiesthroughthistopicforweiboads．Ofcourse，onhowtorealizethevalueofmicroblogadvertisingoptimization，inpracticethere